health tips

  Image by Gerd Altmann from Pixabay While there have been great strides in hospitals and health systems adopting digital marketing, most marketing remains mired in traditional outbound marketing methods. That is, pushing low-value content out in display ads, direct mailers, and broadcast media, hoping that someone will pay attention and act. Calls to actions are generic , and there is a lemming-like approach by hospitals in the same market to do the same thing simultaneously. Today's practice is still a look at us with little value messaging of what is offered. Sometimes it is even those soft; we care kinds of messaging. Commonly referred to as interruption marketing, outbound is all about sending generic messages out to the broadest possible number of audiences with no customization of content or news, hoping that someone will respond. The pandemic defines today's hospital as it affects the brand promise, engagement, and experience. These are the difference makers bet...

  From Newsy, “Surgeon General, Others Warn Hospitals Can’t Handle Surge,” “ Surgeon General Jerome Adams tweeted Monday that hospitals can't sustain high levels of care during a COVID-19 surge. In New York, ICU occupancies have quadrupled. And in Ohio, doctors say hospitals are struggling to keep up. Dr. Helen K. Koselka, chief medical officer at Trihealth, said: "We're tired of seeing the fear on faces and tired of seeing people who are passing away. We're trying to blast a siren. We need the community's support." Image by Gerd Altmann from Pixabay What are hospitals accomplishing with their marketing and public relations to provide leadership in partnership with State, County, and local health departments to actively engage and lead the community out of the pandemic surge? It’s a valid question underlying the concept of the hospital’s responsibility in the execution of hospital and health system mission statements focused on community health and wellness,...

  Image by Gerd Altmann from Pixabay Provider sales are hard. Provider marketing is challenging. It's even harder in vendors where marketing and sales are not highly integrated. The tension found in vendors can be summed up with the following statements. Marketing says, 'If the feet on the street would just sell it as we told them, they'd be successful." Followed by sales saying, "Marketing just makes things look pretty." In many ways, healthcare vendors need to be focused on selling solutions to solve the business challenges, not selling features and benefits, because you know, "we have the best stuff since sliced bread." The all about us approach falls on deaf ears nowadays. By the time a provider contacts the vendor, they already have identified the problem, know more about you than you think, and are interested in your solution to their challenges. Providers have seen your thought leadership, maybe seen your booth at a trade show pre-SARS-CoV-...

Are you telling your patients what they want to hear, or are telling them what you want them to hear? It’s a valid question in the age of pandemic because there is a difference between the two thoughts—a large chasm in some cases. Image by Robin Higgins from Pixabay As a potential answer to the headline question, there is one question you should ask yourself that is fact-based.  But the adage “never ask a question you don’t want an answer too” applies.  You may get an answer you never wanted in the first place. Is telling patients what you want them to hear driving changes in your hospital or health system market share? Since the 1990s, when the talks began about consumerism in health care in the Clinton administration, hospitals and health systems have been telling patients what they want them to hear, not what the patient wants to hear.   I see print and electronic advertisements. I see social media and banner ads. etc., etc., etc. When the primary research market sh...